A trademark can be a word, a graphic design, a picture, a color, a sound, a character, even a smell. Or a combination of any of them. It’s just like your own name. That’s how other people identify you.

Kellogg’s has agreed to drop verbiage on the packages of the bars that claim that they are “all natural” and that there is “nothing artificial,” and to settle the suit, which was filed in 2011. The settlement also includes a $5 million payment to plaintiffs.